Creating or destroying value through mergers and acquisitions: A marketing perspective

• This article focuses on post-merger marketing performance using multiple measures.
• The findings showed that post-merger marketing performance improves but profit performance declines.
• Sales performance improved post-merger indicating the realisation of some synergies.
• Marketing efficiency of the merged firms also improved.

A majority of mergers and acquisitions are horizontal, combining companies within the same industry. They are most frequently motivated by a desire to achieve revenue and profit growth through market expansion or by adding new product lines, with cost efficiencies being a secondary agenda. However, the modest body of literature on post-merger performance using marketing metrics indicates that marketing objectives such as sales revenue and market share growth are rarely achieved. This paper reports on a detailed study of 45 M&A deals undertaken to develop a deeper understanding of how marketing performance is affected by mergers and acquisitions. Our results show that marketing performance improved along two dimensions — sales revenue growth, and a reduction in selling, marketing and administrative costs as a percentage of sales revenue, suggesting the realisation of synergies in these areas — economies of scale and scope. However, these benefits did not follow through into better returns on sales suggesting that the marketing cost economies are not sufficient to outweigh cost diseconomies in other parts of the business.